A smart company should include social media in its marketing strategy. Recent CMO Survey has concluded that linking social media into the marketing efforts instead of making it as a separate campaign is more effective and costs less.
In a recent interview from notable marketers in the country, 12 strategies were identified to make social media integration possible. It included choosing strategy over tools, aligning social media channels towards the marketing strategy, creating social media toolkits, and focusing on how to convert social media actions into purchases among others. The suggestion to integrate social media into any form of internet marketing campaign aims to improve the efficiency and effectiveness all the parts of the marketing plan.